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Factors affecting China smartphone brand preference among millennials / Nur Izyan Alyani Abg Ali

In this globalization era, smartphone has become as a necessity to a person. The demand and the usage of smartphone has increase year by year. There are many smartphone brands in the market. However, China brand manage to conquer the smartphone market by holding one fourth of the market share. The...

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Main Author: Abg Ali, Nur Izyan Alyani
Format: Student Project
Language:English
Published: Faculty of Business and Management 2019
Subjects:
Cell phone services industry. Wireless telephone industry
China
Marketing
Market surveys. Including brand choice. Brand loyalty
Online Access:http://ir.uitm.edu.my/id/eprint/25862/1/PPb_NUR%20IZYAN%20ALYANI%20ABG%20ALI%20BM%20M%2019_5.pdf
http://ir.uitm.edu.my/id/eprint/25862/
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spelling my.uitm.ir.258622019-10-24T08:50:42Z http://ir.uitm.edu.my/id/eprint/25862/ Factors affecting China smartphone brand preference among millennials / Nur Izyan Alyani Abg Ali Abg Ali, Nur Izyan Alyani Cell phone services industry. Wireless telephone industry China Marketing Market surveys. Including brand choice. Brand loyalty In this globalization era, smartphone has become as a necessity to a person. The demand and the usage of smartphone has increase year by year. There are many smartphone brands in the market. However, China brand manage to conquer the smartphone market by holding one fourth of the market share. The purpose of this study is to identify what are the factors that influence china smartphone brand preference among millennials. In this study, the researcher stated that price, feature and appearance are the factors that influence China smartphone brand preference among millennials. This research is a qualitative research which had used the questionnaires as the instrument for the collection of data. The data was collected through Google Form from 267 respondents. However, only 90 respondents fulfilled the requirement of this study. Sampling technique that has been used in this study was convenience sampling method. The data collected was then evaluated by using Statistical Package of the Social Science (SPSS) Version 22 Software. Numerous tests were run such as reliability test, frequency distribution, descriptive analysis Pearson’s correlation analysis and multiple regressions. The results indicated that price has a significant relationship with China smartphone brand preference. Besides, the finding shows that feature has a significant relationship with China smartphone brand preference. Also, the study shows that appearance has a significant relationship with China smartphone brand preference. The recommendations stated in this study are to improve feature of smartphone, improve the appearance also reduce price of the smartphone Faculty of Business and Management 2019 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/25862/1/PPb_NUR%20IZYAN%20ALYANI%20ABG%20ALI%20BM%20M%2019_5.pdf Abg Ali, Nur Izyan Alyani (2019) Factors affecting China smartphone brand preference among millennials / Nur Izyan Alyani Abg Ali. [Student Project] (Unpublished)
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Cell phone services industry. Wireless telephone industry
China
Marketing
Market surveys. Including brand choice. Brand loyalty
spellingShingle Cell phone services industry. Wireless telephone industry
China
Marketing
Market surveys. Including brand choice. Brand loyalty
Abg Ali, Nur Izyan Alyani
Factors affecting China smartphone brand preference among millennials / Nur Izyan Alyani Abg Ali
description In this globalization era, smartphone has become as a necessity to a person. The demand and the usage of smartphone has increase year by year. There are many smartphone brands in the market. However, China brand manage to conquer the smartphone market by holding one fourth of the market share. The purpose of this study is to identify what are the factors that influence china smartphone brand preference among millennials. In this study, the researcher stated that price, feature and appearance are the factors that influence China smartphone brand preference among millennials. This research is a qualitative research which had used the questionnaires as the instrument for the collection of data. The data was collected through Google Form from 267 respondents. However, only 90 respondents fulfilled the requirement of this study. Sampling technique that has been used in this study was convenience sampling method. The data collected was then evaluated by using Statistical Package of the Social Science (SPSS) Version 22 Software. Numerous tests were run such as reliability test, frequency distribution, descriptive analysis Pearson’s correlation analysis and multiple regressions. The results indicated that price has a significant relationship with China smartphone brand preference. Besides, the finding shows that feature has a significant relationship with China smartphone brand preference. Also, the study shows that appearance has a significant relationship with China smartphone brand preference. The recommendations stated in this study are to improve feature of smartphone, improve the appearance also reduce price of the smartphone
format Student Project
author Abg Ali, Nur Izyan Alyani
author_facet Abg Ali, Nur Izyan Alyani
author_sort Abg Ali, Nur Izyan Alyani
title Factors affecting China smartphone brand preference among millennials / Nur Izyan Alyani Abg Ali
title_short Factors affecting China smartphone brand preference among millennials / Nur Izyan Alyani Abg Ali
title_full Factors affecting China smartphone brand preference among millennials / Nur Izyan Alyani Abg Ali
title_fullStr Factors affecting China smartphone brand preference among millennials / Nur Izyan Alyani Abg Ali
title_full_unstemmed Factors affecting China smartphone brand preference among millennials / Nur Izyan Alyani Abg Ali
title_sort factors affecting china smartphone brand preference among millennials / nur izyan alyani abg ali
publisher Faculty of Business and Management
publishDate 2019
url http://ir.uitm.edu.my/id/eprint/25862/1/PPb_NUR%20IZYAN%20ALYANI%20ABG%20ALI%20BM%20M%2019_5.pdf
http://ir.uitm.edu.my/id/eprint/25862/
_version_ 1685650057495314432
score 13.211869

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